May 20--The marketing strategy behind China's unofficial Valentines' day
May 20 has a phonetic connection to the phrase “I Love You” in Mandarin. The day was originally used as an occasion for people to express romantic love to their crushed ones. Now the days have much more marketing meanings for brands.
On these days, with the theme of “love”, brands are combining Chinese traditional elements and popular social media topics among Generation Z, to promote new products, products set that will resonate among the target consumers.